The In-Between Steps
The In-Between Steps: Small improvements in business
I’ve been thinking a lot lately about tiny changes.
The sort of changes that barely feel worth mentioning when you make them. They’re certainly not the sort of thing you call a team meeting over and they’re definitely not the sort of thing that deserves a LinkedIn (humble) brag
And yet, the longer I’ve been in business, the more I think they’re the things that change everything.
These school holidays I’ve spent most of my time (and many late nights!) at dance competitions. Yep… full dance mum mode over here. And no, before anyone asks, it’s absolutely nothing like Dance Moms. It’s mostly theatre dressing rooms, hunting down decent coffee, navigating Dream Duffels the size of small cars and finding AB crystals stuck to your shoes for the next fortnight. #DanceMumLife
Anyway… dance and business. Stay with me because there is a connection. (Honestly, I didn’t think there was one either until I was driving home.)
My eldest daughter, London, is an incredible performer, but she’s certainly not on her own. The standard at her age is extraordinary. These kids can all do the tricks now. Five turns? No worries. Big leaps? Easy. Flexible enough to make my hamstrings hurt just watching them.
Somewhere over the weekend one of the judges made a comment that has been bouncing around in my head ever since.
She wasn’t talking about the tricks- at this level, she said, everyone can do the tricks. She was talking about the in-between steps. The moments where, to the audience, it almost looks like nothing is happening. Except that’s exactly where the routine is won. Not because of one spectacular leap, but because of everything that quietly connects one moment to the next.
As much as London probably doesn’t want to hear it… I think the judge is right. And I think business works exactly the same way.
It’s funny really because if you spend any time on LinkedIn (and yes… I appreciate the irony of writing this on LinkedIn) you’d think businesses are built on the tricks.
You know the sort of things I mean… the launch, the rebrand, the record revenue month, the shiny new office, the “We’ve finally cracked it!” moment.
They’re the sexy bits of business and don’t get me wrong… I love them too. I love dreaming up new ideas, new products and new events. If there’s a shiny idea floating around, there’s every chance I’ve already got a colour-coded notebook dedicated to it.
But I wonder if social media has accidentally convinced us that those are the things that build businesses simply because they’re the things worth photographing.
No one jumps onto LinkedIn to announce they’ve updated their new enquiry documents.
Can you imagine it?
"Big news everyone... we've completely rewritten our initial enquiry documents!"
Twenty-seven likes. Two sympathy comments. One person asking what font you used.
It’s probably not going viral. But maybe that’s because we’re all taking photos of the wrong things.
But those are the ‘in-between’ steps in business and much like those transitions in dance, they don’t look flashy at the time, but they are the actions that will win (or lose!) you in business.
The longer I’ve been in business (18 years this year… which somehow feels both impossible and completely believable!) the more convinced I am that those tiny, boring, unglamorous decisions are where great businesses are built.
When I look back, I don’t see one giant leap. I see lots of little moments where I found myself thinking, “Hmm… that doesn’t feel right anymore.” So we’d change it. We’d rewrite an email because it sounded too robotic. We’d rethink the way we answered the phone because I wanted people to feel calmer before they’d even walked through our door. I’d learn something new about neurodiversity and realise one question in our initial meeting needed to change. Tiny things, really. The sort of things you fix in between client meetings without giving them much thought. But enough of those tiny moments and, before you know it, you’ve built a business that feels completely different.
Years ago, my very clever friend Ben Deverson introduced me to the idea of improving by just 1%. I remember thinking at the time that one percent felt, well, almost pointless. Surely one percent can’t change anything? But that’s exactly the point. One percent today isn’t really about today. It’s about what happens when you keep finding another one percent tomorrow. One tiny improvement probably won’t change your business. Fifty of them absolutely will. Turns out Ben was onto something.
Looking back, I don’t actually think I’ve ever had one giant business breakthrough. I think I’ve just accidentally collected hundreds of tiny ones.
People often ask me how we moved away from timesheets and into fixed fees, as though there was one brave decision that changed everything.
There wasn’t. It was hundreds of tiny decisions- some worked and plenty didn’t but we’d try something, realise it wasn’t right and tweak it to try again. And before we knew it we’d built something that looked completely different from where we’d started.
The same thing is happening right now as we’ve been learning more about neurodiversity. A few years ago I would have spent a lot of time explaining our process and expecting clients to adapt to it.
Now we’re much more likely to begin with a different question.
"How would you like to work with us?"
It’s one sentence. One tiny change. But it completely changes the conversation because we’re no longer assuming we already know what someone needs.
In a world that’s racing towards AI and automation (and yes… before anyone asks… I absolutely love AI too!) I’m becoming more convinced that genuine human connection is only going to become more valuable. Maybe that’s another one percent improvement. Choosing connection over convenience whenever we can.
The same is true of leadership. I’ve never walked out of a team day thinking, “Well, culture’s sorted now. It doesn’t work like that. Culture is built on the ordinary days. It’s built on an ordinary Tuesday afternoon with a quiet thank you or noticing someone looks a bit flat and asking if they’re okay or finally having the conversation you’ve been putting off because everyone knows it needs to happen.
Those are the in-between steps too. Nobody claps for them. Nobody posts about them. But they’re often the very things that win… or lose… the performance.
So this week I’m not looking for the next giant leap. I’m looking for another one percent. Maybe that’s another email to improve, or a better question to ask a client. Maybe it’s finally simplifying that process everyone’s quietly working around. None of it is particularly glamorous.
And I think the dance judge was right. The audience remembers the spectacular leap but the dancer wins because of the in-between steps. But they’re often the very thing that wins… or loses… the routine.
And after eighteen years in business, I’m starting to think we build great businesses exactly the same way.
So maybe this week don’t go looking for the spectacular leap and instead go looking for the in-between steps. I have a feeling that’s where the marks are.
So, could this be your next step?
We spend so much time looking for the breakthrough moment that we often overlook what really changes us.
The conversations.
The habits.
The tiny decisions we make again tomorrow.
That’s what The Reboot is all about. Not chasing the next shiny idea, but creating the space, support and accountability to keep taking the in-between steps that build a better business.
If this article felt a little like it was written for you, I’d love to keep the conversation going.
About the Author
Clarissa Rayward is an Accredited Specialist in Family Law and Director of Brisbane Family Law Centre. She is also the founder of Happy Lawyer Happy Life, where she works with lawyers across Australia to design practices that are sustainable, humane and commercially sound. Clarissa regularly presents on collaborative practice, lawyer wellbeing and innovative legal systems design.
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